Play Fanta: Brand Unveils Multi-Screen Storytelling Franchise

Play Fanta is anchored by a digital graphic novel loaded
with playable content, Saving the Source, which
tells the story of a group of teens who
embark on a mission to save play after it mysteriously disappears from their
town.

(Photo Credit: )

Saving the Source
follows Fanta’s globally recognized characters – Todd, Tristan, Andy,
Floyd, Lola, Maud, Gigi and the Lhava Twins – as they set out on
a journey to save their community from turning into sad, grey characters known
as the “Playless."

(Photo Credit: )

The graphic novel can be experienced on a range of devices – from an
HTML version with images and narrative only, on up to an interactive HTML5
version with parallax scrolling, full game play and full multi-track audio.

(Photo Credit: )

The Play Fanta campaign will roll out in more
than 190 countries this year.

(Photo Credit: )

Fanta is immersing teens in its playful, colorful world
through a groundbreaking digital storytelling platform called Play Fanta.

The brains behind the brand challenged themselves and their
agency partners to make all elements of the new campaign playable across
technology platforms, geographies and languages – from TV spots and mobile
content, to social interactions and HTML games, to print ads and PDFs.

“We've elevated Fanta’s campaign to a franchise, offering
endless storytelling, content development and co-creation opportunities all
within an immersive, branded world,” explains Wendy Clark, senior vice
president of Coke’s Sparkling Brand Center, who unveiled the campaign last week
at the Contagious Conference in New York. “This is the next level in brand
communications.”

At the heart of the campaign, which will roll out in more
than 190 countries this year, is a nine-chapter digital graphic novel loaded
with playable content. Saving the Source
tells the story of a group of teens who
embark on a mission to save play after it mysteriously disappears from their
town.

Saving the Source
follows Fanta’s globally recognized cast of characters. Todd, Tristan, Andy,
Floyd, Lola, Maud, Gigi and the Lhava Twins – diverse in background, interests
and personality, but bound together by their love of play – as they set out on
a journey to save their community from turning into sad, grey characters known
as the “Playless.”

Ogilvy & Mather New York led the Play Fanta creative
vision, and Hollywood scriptwriters The Alchemists developed a central
narrative for the graphic novel. Animators at Psyop developed the unique
graphic novel look and feel, evolving the Fanta characters for the 2D world,
and Vectorform powered the reach of the graphic novel via a sophisticated HTML
framework to deliver across every type of screen, and music partner human crafted
a cinematic original score for Saving the
Source and accompanying Play Fanta games.

The novel can be experienced on a range of devices – from an
HTML version with images and narrative only, on up to an interactive HTML5
version with parallax scrolling, full game play and full multi-track audio.

Play Fanta was driven by research that reveals the
fundamental and positive role of play in teens’ emotional, social, cognitive
and physical development.

“George Bernard Shaw said it best: ‘We don't stop playing because
we get old. We get old because we stop playing,’” Clark said. “And science
tells us teens need more play – to learn, grow, contribute and, indeed, reach
their potential.”

The Coca-Cola Company (NYSE: KO) is the world’s largest beverage company, offering over 500 brands to people in more than 200 countries. Of our 21 billion-dollar brands, 19 are available in lower- or no-sugar options to help people moderate their consumption of added sugar. In addition to our namesake Coca-Cola drinks, some of our leading brands around the world include: AdeS soy-based beverages, Ayataka green tea, Dasani waters, Del Valle juices and nectars, Fanta, Georgia coffee, Gold Peak teas and coffees, Honest Tea, Minute Maid juices, Powerade sports drinks, Simply juices, smartwater, Sprite, vitaminwater, and Zico coconut water. At Coca-Cola, we’re serious about making positive contributions to the world. That starts with reducing sugar in our drinks and continuing to introduce new ones with added benefits. It also means continuously working to reduce our environmental impact, creating rewarding careers for our associates and bringing economic opportunity wherever we operate. Together with our bottling partners, we employ more than 700,000 people around the world.

The fairlife® brand is owned by fairlife, LLC, our joint venture with Select Milk Producers, Inc., and fairlife’s products are distributed by our Company and certain of our bottling partners.